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It's A Skoda. Honest.
The Profitable Return on Brave Communication

SKODA. YES, SKODA
This paper relates the turnaround of a brand so maligned that until recently the very notion of an IPA submission on its behalf would have had a marketing audience bracing themselves for the inevitable punchline.
ABSTRACT
Despite the car industry's stranglehold on the nation's airwaves (863m was spent on automotive advertising in 2001, second only to retail expenditure), there are remarkably few established effectiveness cases. The category's purchase cycle is typically made scapegoat: the fact that cars are bought infrequently and after much consideration means that car advertising expenditure is unlikely ever to pay back over the short-term. (1) In Skoda's case, however, we believe that we can already demonstrate a short-term return on advertising investment. (A return on investment achieved despite the brand's history and a category share of voice of less than 2%.)
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Title: Advertising Plan
Approximate word count: 4063
Approximate pages: 17 (250 words per double-spaced page)

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1. Advertising Plan
   

   Advertising Plan. It's A Skoda. Honest. The Profitable Return on Brave
   Communication SKODA. YES, SKODA This paper relates the turnaround ...

2. Advertising Plan
   

   Advertising Plan. Table of Contents I. Introduction II. Situation Analysis
   a. Strength b. Weakness c. Opportunities d. Threats III. ...

3. Advertising Plan Gateway
   

   Advertising Plan Gateway. Table of Contents 1.0 EXECUTIVE SUMMARY 2.0 MARKET
   DEMOGRAPHICS 2.1 MARKET NEEDS 2.2 MARKET TRENDS 2.3 ...

4. Advertising Media Plan
   

   Advertising Media Plan. _____ _____ Overview In mid-December, the ...

5. Advertising Campaign Example
   

   ... business. That is why the advertising plan needs to be intensive, and reach
   as many potential customers as possible. Direct mail ...